Analýza konkurence lyžařského střediska

Abstract

The Bachelor thesis is devoted to issue of competition in the market of ski resorts. The aim is to analyze whether the ski resort Winter Park Martinky can succeed in this market and identify, through marketing research of customers, weaknesses which are analyzed and then there is recommendation to management how to eliminate these weaknesses. The thesis is divided into theoretical and practical part. The first section defines the notions of services, then is devoted to theories of the competitive environment and focuses on how to analyze these environments. The practical part includes a description of the business organization, marketing research methodology and analysis of primary data that the recommendations for management of the ski resort are based on.